Developing a good looking, functional website is only a part of the equation because without sufficient audience all efforts would prove to be in vain. So, how do you get traffic to a brand new website? Or increase the amount of visitors for an existing one? The answer is to get SEO
training and consulting services. Search Engine Optimization is a very dynamic process that comprises several tiers of action. Luckily some of it can be done in-house accompanied by affordable SEO Training and Consulting. Allora can work with any type of a customer's website. Nonetheless, for illustration purposes we'd use Joomla SEO since this CMS is the flagman of our Webdesign services
. Let's outline the main stages of this process.
- Writing relevant SEO-ready content
- Identifying the most efficient keyword phrases for a SEO campaign
- Optimizing the content to exhibit desired keywords
- Properly formatting HTML content so that it's friendly to Search Engines
- Spreading the word by placing links on high quality websites
- Complement SEO campaign with a Pay-per-click campaign (AdWords)
- Track the website traffic and SEO statistics
Writing relevant SEO-ready content
We put this phase in the first place in spite of the fact that it often follows stage 2 and 3. The reason for that is to emphasize how important it is. The content must be useful to visitors of the website, it will tremendously simplify the last stage of spreading the word about it. In this article we go in depth on how to generate good quality SEO content
. This can be done using internal resources of your organization. If you'd prefer to outsource the task then there's a surplus of excellent SEO copywriters available on the market.
Identifying the most efficient keyword phrases for a SEO campaign
This should be done by an expert SEO consultant. Here's why: Google or any other search engine analyzes each URL and determines certain keyphrases that define the meaning of the page from a search machine's perspective. It's very important to ensure that a Search Engine gets the right idea and associates your URL's with high yeild keyphrases (the ones that people most frequently type in search bars). Such keyword research requires quite a bit of expertise and skills at using Keyword tools, that's why we'd strongly advice hiring a professional firm (like Allora) to do the job. In case with Joomla SEO our customers also have an option to do their own research via a special set of tools that Allora provides for free.
Optimizing the content to exhibit desired keywords
For existing websites the task is to analyze the existing content and derive suitable keyword phrases that can be naturally embedded into relevant articles. Very frequently it's impossible to allocate existing articles for desired key-phrases, this leaves the only option of writing additional content optimized around such keywords. For new website deployments the process is much simpler: an expert SEO consultant provides a list of desired key-phrases and guidelines for a copywriter to emphasize the prominence of the key-phrases. For example: URL, title and meta-description should contain the key-phrase; it should be present in the article with certain destiny; emphasized by header tags, internal links, etc. Even a couple of tutoring sessions of SEO trainining and consulting can help produce great results from in-house Search Engine Optimization.
Properly presenting the content so that it's friendly to Search Engines (HTML formatting)
It's another step that requires substantial technical expertise. An SEO website should be constructed in such a way that the job of harvesting keyphrases or indexing becomes very easy for a search bot. For example, the ratio between content and HTML code shouldn't go below a threshold of 1-to-5, keyphrases shouldn't be located within Flash or iFrame blocks because it'd be invisible / ignored by an Search Engine robot. In case with Joomla SEO this process is tremendously facilitated during the phase of Joomla template creation
because our web masters would already ensure proper design - indexable menus, proper CSS standards, HTML / content ratio and so on.
Spreading the word by submitting your website's links to quality websites
Spreading the word is something that can be done in-house however it'd require massive time investment for an outsider of SEO industry. There's a substantial jeopardy of doing more harm thatn good, for example: link exchanges with unrelated websites would only hurt your rating with Google, placing website links in link-farms could easily get it banned, etc. Hiring SEO consulting services from a reputable firm is the most effective approach to this task because a professional has much more powerful tools to identify related high quality websites and connections to place a link back to your website.
Complement SEO process with a Pay-per-click campaign such as Google's AdWords
Paid traffic is not directly related to organic searches and its formulae. Furthermore it's much less rewarding because many web-surfers simply don't trust commercialized search results. So, why bother? Organic search positions would naturally improve because Google would be paid to thoroughly crawl your site, do its own analysis deriving fruitful key-phrases that bring more clicks and more revenue for them. If a search sees the name of the website both in organic search window and Pay-per-click area it adds a lot to the credibility of such web resource. In addition, most non-profits Google would provide generous AdWord grants
which can substantially contribute to the traffic through the site provided that the site is tightly relevant to the Ads.
Track the website traffic and SEO statistics
- This is an ongoing task that should be done BOTH in-house and by an expert SEO consultant. The customer would be most interested in seeing a return on his SEO investment - conversion rate (a ratio between visitors and actual buyers). In order to properly assess the performance of the website it's imperative to get certain SEO training and consulting which would help you properly understand the statistical data and coordinate further efforts. Typically Allora would provide a customer with a Joomla based statistics component or Google Analytics which works with any kind of website.
- An SEO expert would commit a much more sophisticated analysis on the performance of keywords, sources of traffic, internal visitor flow, enter/exit pages and numerous other aspects. Nothing is steady in the world of SEO, this is why it's important to keep a hand on the pulse of the website's performance and routinely make adjustments, content additions, introducing new features.
Meeting with an Allora specialist is the first step - please contact us
to set up a meeting for a free hour of initial IT consulting and we'll help you plan an SEO campaign that suits your budget.